TV Season Premieres Spur Continued Gains in Online Video Viewing as September Attracts Record Viewership

YouTube and Hulu Record All-Time Highs in Video Views during the Month

RESTON, VA, October 30, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released September 2009 data from the Comscore Video Metrix service, showing that more than 168 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in September with nearly 26 billion videos viewed during the month, as Google Sites accounted for more than 40 percent of videos viewed online by Americans.

Top 10 Video Content Properties by Videos Viewed

Google Sites continued to rank as the top U.S. video property in September as it delivered nearly 10.5 billion videos viewed, or 40 percent of all videos viewed online. YouTube.com accounted for 99 percent of all videos viewed at the Google Sites property. Hulu ranked second with 583 million (2.2 percent) followed by Fox Interactive Media with 547 million videos viewed (2.1 percent) and Viacom Digital with 513 million (2.0 percent).

Top U.S. Online Video Content Properties* by Videos Viewed September 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Videos (000)

Share (%) of Videos

Total Internet : Total Audience

25,979,089

100.0

Google Sites

10,436,413

40.2

Hulu

583,213

2.2

Fox Interactive Media

546,531

2.1

Viacom Digital

513,173

2.0

Yahoo! Sites

428,891

1.7

Microsoft Sites

420,023

1.6

Turner Network

353,408

1.4

CBS Interactive

214,326

0.8

AOL LLC

200,709

0.8

ESPN

166,866

0.6

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Top 10 Video Content Properties by Viewers

More than 168 million viewers watched an average of 154 videos per viewer during the month of September. Google Sites attracted more than 126 million unique viewers during the month (82.7 videos per viewer), followed by Fox Interactive Media with 58 million viewers (9.4 videos per viewer) and Yahoo! Sites with 57 million viewers (7.5 videos per viewer).

Top U.S. Online Video Content Properties* by Unique Viewers
September 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet : Total Audience

168,234

154.4

Google Sites

126,159

82.7

Fox Interactive Media

58,054

9.4

Yahoo! Sites

57,345

7.5

CBS Interactive

41,858

5.1

Viacom Digital

41,808

12.3

Microsoft Sites

39,381

10.7

Hulu

38,705

15.1

Facebook.com

31,180

4.5

NBC Universal

28,533

4.2

Turner Network

28,397

12.4

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Top Video Ad Networks by Potential Reach

In September, Tremor Media ranked as the #1 video ad network with a potential reach of 73 million viewers, or 43.3 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 66 million viewers (39.4 percent penetration) followed by Broadband Enterprises (BBE) with 63 million viewers (37.5 percent).

Top U.S. Online Video Ad Networks by Potential Unique Viewers
September 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Unique Viewers (000)

Viewer Penetration

Total Internet : Total Audience

168,234

100.0%

Tremor Media - Potential Reach

72,882

43.3%

YuMe Video Network - Potential Reach

66,240

39.4%

BBE - Potential Reach

63,161

37.5%

Advertising.com Video Network - Potential Reach

56,968

33.9%

SpotXchange Video Ad Network - Potential Reach

55,726

33.1%

ScanScout Network - Potential Reach

54,907

32.6%

BrightRoll Video Network - Potential Reach

51,441

30.6%

Break Media Video Ad Network - Potential Reach

47,804

28.4%

TidalTV - Potential Reach

40,108

23.8%

Digital Broadcasting Group (DBG) - Potential Reach

26,921

16.0%

Other notable findings from September 2009 include:

  • The top video ad networks in terms of their actual delivered reach were: Tremor Media Video Network (19.9 percent penetration of online video viewers), BBE (16.3 percent penetration) and BrightRoll Video Network (14.9 percent penetration).
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 9.8 hours of video.
  • 125.5 million viewers watched nearly 10.3 billion videos on YouTube.com (82.4 videos per viewer).
  • 45.6 million viewers watched 424 million videos on MySpace.com (9.3 videos per viewer).
  • The average Hulu viewer watched 15.1 videos, totaling 1 hour and 32 minutes of videos per viewer.
  • The duration of the average online video was 3.8 minutes.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com